There was a time when being wealthy meant proudly owning the flashiest, most costly factor you may exhibit.
However for Gen Z? That playbook is outdated.
At this time, uncommon is the brand new wealthy. For them, it’s not about worth, it’s about entry. If everybody can get it, it loses worth.
We’ve noticed this shift carefully, spoken to Gen Z customers, creators, and communities, and one factor is evident, shortage has grow to be the final word type of standing.
In response to a report by Morning Seek the advice of (2023), 74% of Gen Z customers say they’re extra more likely to buy merchandise that really feel unique or restricted version.
Whether or not it’s a restricted sneaker drop, a distinct segment skincare model solely bought by way of invite, or merch from a creator that vanishes in 48 hours, shortage sells.
As a result of if it’s accessible to all, it’s particular to none!
It’s now not about mainstream celebrities pushing merchandise.
A HubSpot 2024 report reveals that 56% of Gen Z desire product suggestions from nano and micro creators (underneath 50K followers) over celebrities or massive influencers. Why? As a result of these creators really feel genuine, accessible, and have style.
When a creator casually shares an unknown indie model on their story, it appears like a secret and Gen Z desires in on that secret earlier than it’s in all places.
The resale market is proof of this rarity obsession.
In response to ThredUp’s 2024 Resale Report, the secondhand and resale market is projected to hit $350 billion globally by 2027, pushed closely by Gen Z. This technology isn’t simply shopping for, they’re curating collections of uncommon, hard-to-find gadgets that others missed the primary time.
On platforms like StockX, GOAT, and Depop, probably the most traded gadgets aren’t simply costly, they’re unique. Restricted drops, collabs, or discontinued items fetch premium costs.
Pinterest’s 2023 Development Report famous that Gen Z is actively shifting away from mass tendencies, preferring micro aesthetics like ‘archival trend,’ ‘classic techwear,’ or ‘indie sleaze’, all kinds constructed on private discovery moderately than algorithm suggestions.
What’s additionally altering is the place these purchases begin.
McKinsey’s Way forward for Social Commerce 2024 states that Gen Z is 2.5x extra probably than older generations to purchase from personal communities or creator-led suggestions over conventional promoting.
Suppose: WhatsApp-exclusive product hyperlinks, Telegram drops, secret Instagram pages, commerce is occurring in closed, trusted areas.
In Their Personal Phrases: Uncommon is Character
For Gen Z, uncommon is extra than simply shopping for one thing distinctive. It’s a mirrored image of identification.
It says:
“I’m within the know.”“I’ve entry, others don’t.”“I don’t purchase what the algorithm feeds me.”
As a result of on this period of abundance, shortage feels private. And private all the time wins.
“Folks don’t purchase merchandise. They purchase entry, identification, and tales they’ll’t replicate.”
